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| Page 1 of 4 | Previous | Next | MARKETING INTERACTIONS JANUARY 5, 2012 Blogs Provide Versatility for B2B Content Marketing According to the B2B Content Marketing: 2012 Benchmarks, Budgets and Trends report produced by CMI and Marketing Profs, the use of blogs has increased to 65% from 51% in 2010. From an effectiveness perspective, the use of blogs as a marketing tactic increased by a whopping 45% during the last year. For those of you who haven't yet jumped on the Blogging bandwagon, it's one of the easiest formats for content marketing. Blogs also provide a versatility that other content formats don't make as easy. Write a blog post about it and measure the response. | MARKETING INTERACTIONS JULY 1, 2010 Using Editorial Calendars in B2B Content Marketing Format: White paper, blog post, article, video, podcast, webinar, etc. Distribution: website, Twitter, LinkedIn, Facebook, blog, nurture email send, syndication, etc. this blog post links to registration page for that webinar). This post is due to a Twitter exchange that ended a bit badly because I misunderstood the person's intentions. He was using Twitter to fire rapid questions at me after I completed my session at the Lead Management Summit on Tuesday and into Wednesday morning. Many roads to Oz, as they say. The context can get skewed. finally asked him to stop. | | | | | |
| MARKETING INTERACTIONS MARCH 26, 2011 26 Ways to Screw Up Your Content wrote a blog post about how B2B marketers need to tune and hone their writing skills. Too long for the format - like a 1,500 word blog post. I work with a lot of writers. Some work for my clients, some are freelancers I hire to help me complete project work and some are colleagues and peers who want a quick editorial take on something they've written. In fact, when I come across a marketer today who doesn't write, doesn't want to write and thinks that content writing is something other people do, I wonder what their next career will be. human does that. kind of crap. | MARKETING INTERACTIONS MAY 4, 2013  Use Content Strategy to Break Into a New Market LinkedIn, Twitter, market-specific forums/blogs, pubs). 'I've been on a number of calls recently with companies that want to break into a new market. They think that content marketing may be the key, but are uncertain if they're right, as well as how to approach this new direction. Content Marketing is definitely a key strategy. Here are the things that come to mind. Who are they? | MARKETING INTERACTIONS JUNE 7, 2012 The Ripple Effect of Shiny-Object Syndrome There must be at least 9 gazillion blog posts circulating out there that say so. Selling content marketing to B2B executives is hard. At least harder than it should be. But what strikes me as odd is their willingness to requestion their decision after they've finally been convinced. I'm getting more and more requiests from B2B marketers about how to present reasons why content marketing should stay a line item on the budget. The number one reason I believe this to be happening is due to the continuum nature of content marketing. Content marketing is not a campaign. WTF happened?" | MARKETING INTERACTIONS OCTOBER 5, 2011 5 Things a B2B Website Must Accomplish Do you have related blog posts they might be interested in? Seeing that my last post was about a report that showed B2B websites were critical to marketing but not performing up to their potential, I thought I'd share some ideas about what your website must accomplish in order to start climbing that ladder of opportunity. It really doesn't have to be that difficult. After all, a B2B website must serve as a centralized hub for all of your online content marketing efforts. Orient Visitors Immediately. You've got 3 seconds. Speak Directly to Visitors. Always. Yes, I know. | | | | | | | |
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MARKETING INTERACTIONS | THURSDAY, JUNE 14, 2012 Put Cost Effectiveness in Content Marketing
From blog posts to Tweets to articles, ebooks, white papers, webinars, videos, podcasts, infographics, and more, you can use one content asset in one channel as a jumping-off point for content in another. In line with my recent Shiny Object post , I thought I'd explore another argument in favor of B2B content marketing; namely improving the cost effectiveness of marketing. Considering that content marketing — done well — is a never-ending continuum , one of the obstacles for B2B marketers often times appears to be based on a cost-driven argument from the "con" perspective. MORE >> -
MARKETING INTERACTIONS | WEDNESDAY, JANUARY 16, 2013  The Power of Positioning in B2B Content Strategy
Think about Joe in your development bullpen who really wants to blog about the new features he's creating for customers. Brand positioning is becoming critical as more B2B marketers turn to content marketing across a range of channels to cultivate standoffish, self-service buyers. Your corporate positioning should be used as the backbone for your content strategy. This is what will hold it all together to ensure consistency and keep your storylines on track—no matter the channel in use. Every company has a distinct value they provide that their customers need and want. MORE >> -
MARKETING INTERACTIONS | SATURDAY, FEBRUARY 9, 2013  B2B Buyer Personas Don't Belong in the Closet
perfect example of this is found in a blog post by Vince Giorgi that I've been thinking about since I read it. Many of the projects I do for companies start with buyer personas. After all, it's a logical place to start as it's next to impossible to develop a content strategy without a keen understanding of the people involved in buying complex B2B product offerings. But I'm noticing a trend I hadn't foreseen. Marketers are keeping buyer personas in the closet. Yep, it's true. In the latter case, it's usually because a past marketer had them created. At all. MORE >> -
MARKETING INTERACTIONS | THURSDAY, JUNE 21, 2012 Content Curation Sneaks Up on Marketers
I've read a lot of articles and blog posts about content curation. Sometimes my head spins when I publish a post to my blog and there are ReTweets before I can even flip from my editing screen to my blog to make sure it published properly. For example, when I quote statistics or opinions from analyst reports in a blog post, I'm curating that information. Curation can also be hyperlinks embedded in a blog post. For example: 10 Ways to Improve Your Blog [link] by @joeblow. have to say that I've been outspoken about not being a fan. MORE >> -
MARKETING INTERACTIONS | WEDNESDAY, APRIL 27, 2011 The Job of a Lead Nurturing Email
Much of that depends on the quality of your content offer, but that's another blog post.]. I was reviewing a few email messages I'd developed for a B2B lead nurturing program with a project team when they said the equivalent of - Gosh, these are short. We should include links to events, products, etc. We're missing a big opportunity to give our prospects more choices. Then there was a pause and one of them asked, "What if they don't like the one link we're including?" The purpose of a lead nurturing email is NOT to: Be everything to everyone. Make a sale. MORE >>
- Designing Calls to Action for B2B Marketing Content MARKETING INTERACTIONS | THURSDAY, APRIL 26, 2012
- Content Marketing: Theory vs. Practice MARKETING INTERACTIONS | THURSDAY, MARCH 29, 2012
- Sending an Email Is NOT Nurturing MARKETING INTERACTIONS | MONDAY, OCTOBER 25, 2010
- Content Strategy Must Reach Beyond Marketing MARKETING INTERACTIONS | SUNDAY, MAY 6, 2012
- The Biggest Question When Using B2B Social Media MARKETING INTERACTIONS | SUNDAY, FEBRUARY 27, 2011
- Can B2B Marketers Become Content Whisperers? MARKETING INTERACTIONS | SUNDAY, MAY 13, 2012
- Cracking the Code on LinkedIn is For Marketers Too MARKETING INTERACTIONS | WEDNESDAY, MARCH 27, 2013
- 6 Tips for B2B Vendors Becoming Publishers MARKETING INTERACTIONS | SUNDAY, JANUARY 22, 2012
- A Few Thoughts on B2B Marketing Buzzword: Relationship MARKETING INTERACTIONS | SATURDAY, SEPTEMBER 1, 2012
- Debunking B2B Marketing Buzzword: Engagement MARKETING INTERACTIONS | SUNDAY, JULY 29, 2012
- Do You Know What Tech Buyers Want? MARKETING INTERACTIONS | FRIDAY, MARCH 11, 2011
- Show Quantity the Door MARKETING INTERACTIONS | MONDAY, SEPTEMBER 5, 2011
- Content Marketing Hubs Deliver ROI MARKETING INTERACTIONS | SUNDAY, NOVEMBER 20, 2011
- Are B2B Salespeople Thought Leaders? MARKETING INTERACTIONS | TUESDAY, OCTOBER 18, 2011
- B2B Marketers Need Every-Click Attribution MARKETING INTERACTIONS | THURSDAY, MARCH 22, 2012
- Does Your B2B Marketing Content Address Cause? MARKETING INTERACTIONS | TUESDAY, FEBRUARY 14, 2012
- Bullocks to B2B Marketing Buzzword: Relevance MARKETING INTERACTIONS | WEDNESDAY, AUGUST 15, 2012
- Format is Not a B2B Persona Question MARKETING INTERACTIONS | THURSDAY, MAY 31, 2012
- When a Blog is More than Just a Blog MARKETING INTERACTIONS | SUNDAY, JANUARY 30, 2011
- Why a Blog Improves Social Media for B2B MARKETING INTERACTIONS | THURSDAY, MARCH 25, 2010
- Marketing Metrics: The Hard and The Soft MARKETING INTERACTIONS | TUESDAY, MARCH 10, 2009
- Content Marketing Requires More Than Content MARKETING INTERACTIONS | THURSDAY, JANUARY 3, 2013
- Taking on B2B Marketing Buzzword: Conversation MARKETING INTERACTIONS | SUNDAY, AUGUST 12, 2012
- Making Assumptions About The Buyer's Journey MARKETING INTERACTIONS | SUNDAY, SEPTEMBER 9, 2012
- B2B Marketing: Evolving or Stuck in the Mud? MARKETING INTERACTIONS | THURSDAY, MARCH 8, 2012
- Content Marketers Need a Customer Field Trip MARKETING INTERACTIONS | MONDAY, AUGUST 8, 2011
- Is Social Selling in Need of Sales Enablement? MARKETING INTERACTIONS | TUESDAY, APRIL 2, 2013
- B2B Content Marketing as Trojan Horse MARKETING INTERACTIONS | THURSDAY, JANUARY 12, 2012
- Inbound Needs Outbound MARKETING INTERACTIONS | SUNDAY, JUNE 19, 2011
- 5 Things to Consider BEFORE Using Social Media MARKETING INTERACTIONS | MONDAY, SEPTEMBER 6, 2010
- 23 Reasons Why Content Marketing Fails MARKETING INTERACTIONS | TUESDAY, SEPTEMBER 22, 2009
- Robotic Email Campaigns Miss the Point MARKETING INTERACTIONS | WEDNESDAY, MAY 16, 2012
- Marketing Cloud Computing to Non-Believer CIOs MARKETING INTERACTIONS | THURSDAY, FEBRUARY 2, 2012
- Writing is a Critical B2B Marketing Skill MARKETING INTERACTIONS | SUNDAY, DECEMBER 5, 2010
- Stories are the Key to Buyer Engagement MARKETING INTERACTIONS | THURSDAY, MAY 26, 2011
- The Myth of the Magic Bullet for Content Marketing MARKETING INTERACTIONS | SATURDAY, DECEMBER 31, 2011
- What Happens When Inbound Marketing Works? MARKETING INTERACTIONS | WEDNESDAY, JANUARY 18, 2012
- Writing Content is Not a Job for Sissys MARKETING INTERACTIONS | TUESDAY, MARCH 29, 2011
- Frequency: All the time vs. at the right time MARKETING INTERACTIONS | SUNDAY, NOVEMBER 13, 2011
- Stop the PR Madness MARKETING INTERACTIONS | THURSDAY, FEBRUARY 10, 2011
- Content Marketing is a Practice MARKETING INTERACTIONS | TUESDAY, JULY 19, 2011
- Content Must Drive Conversations MARKETING INTERACTIONS | THURSDAY, JANUARY 20, 2011
- 6 Ways B2B Marketers Can "Listen" Effectively MARKETING INTERACTIONS | SUNDAY, FEBRUARY 28, 2010
- Relevance is Not an Option MARKETING INTERACTIONS | MONDAY, MARCH 21, 2011
- Content Marketing Strategies Conference Wrap Up MARKETING INTERACTIONS | SUNDAY, FEBRUARY 20, 2011
- Marketing Beyond the Chit Chat in Social Media MARKETING INTERACTIONS | MONDAY, APRIL 16, 2012
- Give Marketing Content a Job Description MARKETING INTERACTIONS | THURSDAY, SEPTEMBER 2, 2010
- Revenue Generation is Not a Trend MARKETING INTERACTIONS | WEDNESDAY, JUNE 22, 2011
- Measure the Value Prospects Assign to Your Marketing Content MARKETING INTERACTIONS | WEDNESDAY, JANUARY 12, 2011
- How to Get More Social on Twitter MARKETING INTERACTIONS | THURSDAY, SEPTEMBER 9, 2010
- Cold Calling with Content MARKETING INTERACTIONS | TUESDAY, NOVEMBER 2, 2010
- From Click to Content - What's the Response? MARKETING INTERACTIONS | FRIDAY, AUGUST 19, 2011
- B2B Marketers Need Big-Picture Thinking MARKETING INTERACTIONS | TUESDAY, MAY 18, 2010
- 18 B2B Reasons to Attend Content Marketing World MARKETING INTERACTIONS | SUNDAY, AUGUST 21, 2011
- Use Story Elements in B2B Marketing Content MARKETING INTERACTIONS | WEDNESDAY, MAY 12, 2010
- B2B Lead Nurturing and Social Media MARKETING INTERACTIONS | WEDNESDAY, DECEMBER 1, 2010
- The Rule of 5 for B2B Content Development MARKETING INTERACTIONS | TUESDAY, DECEMBER 15, 2009
- Content Marketing is for Customers Too! MARKETING INTERACTIONS | SUNDAY, FEBRUARY 21, 2010
- The Impact of Social on B2B Brand Personality MARKETING INTERACTIONS | SATURDAY, MAY 15, 2010
- A Leaf on the Marketing Blog Tree MARKETING INTERACTIONS | WEDNESDAY, DECEMBER 15, 2010
- Asking Prospects to Pay MARKETING INTERACTIONS | TUESDAY, APRIL 19, 2011
- Do Your Marketing Emails LIE? MARKETING INTERACTIONS | WEDNESDAY, NOVEMBER 25, 2009
- Takeaways from The Great Content Marketing Experiment MARKETING INTERACTIONS | SATURDAY, MAY 22, 2010
- The Focus for Content Marketing is Not Format MARKETING INTERACTIONS | MONDAY, JANUARY 25, 2010
- Don't Put Your B2B Email In a Box MARKETING INTERACTIONS | TUESDAY, DECEMBER 28, 2010
- Are You Letting the Competition Drive Your Marketing? MARKETING INTERACTIONS | WEDNESDAY, DECEMBER 8, 2010
- B2B Content Marketing in the Age of TMI MARKETING INTERACTIONS | WEDNESDAY, OCTOBER 6, 2010
- Take Your Content Strategy Up Stream MARKETING INTERACTIONS | WEDNESDAY, JUNE 2, 2010
- How to Win the Content Marketing Marathon MARKETING INTERACTIONS | TUESDAY, FEBRUARY 8, 2011
- The Left Brain Model for B2B Demand Gen MARKETING INTERACTIONS | MONDAY, NOVEMBER 29, 2010
- 7 "Rs" for B2B Marketing Content Planning MARKETING INTERACTIONS | SATURDAY, APRIL 24, 2010
- Do You Plan For The Content Experience? MARKETING INTERACTIONS | SUNDAY, JULY 11, 2010
- Using Content for Inbound Marketing: Mine or Yours? MARKETING INTERACTIONS | MONDAY, SEPTEMBER 27, 2010
- The Fallacy of Control for B2B Marketers MARKETING INTERACTIONS | SATURDAY, MAY 1, 2010
- Go Beyond the Marketing Motions MARKETING INTERACTIONS | TUESDAY, APRIL 5, 2011
- Many B2B Websites Still Suck Wind MARKETING INTERACTIONS | MONDAY, JULY 13, 2009
- Part 2: The Contagious Content Challenge MARKETING INTERACTIONS | SUNDAY, FEBRUARY 13, 2011
- Define Progressive Triggers for Content Marketing Programs MARKETING INTERACTIONS | THURSDAY, JULY 8, 2010
- Is Your Marketing Content Wardrobe Complete? MARKETING INTERACTIONS | FRIDAY, FEBRUARY 5, 2010
- Nurturing isn't Limited to Your Database MARKETING INTERACTIONS | FRIDAY, FEBRUARY 25, 2011
- Articles are Food for Lead Nurturing Programs MARKETING INTERACTIONS | MONDAY, OCTOBER 12, 2009
- Make 3rd Party Content an Opportunity Not a Necessity MARKETING INTERACTIONS | WEDNESDAY, JANUARY 26, 2011
- How do your prospects know? MARKETING INTERACTIONS | THURSDAY, SEPTEMBER 3, 2009
- Marketing Content for Next Steps MARKETING INTERACTIONS | FRIDAY, OCTOBER 23, 2009
- Signs of Sybil in B2B Content Marketing MARKETING INTERACTIONS | TUESDAY, JANUARY 4, 2011
- Webinar Q&A: Content is Marketing Currency MARKETING INTERACTIONS | SUNDAY, JUNE 6, 2010
- Marketing Automation Needs a Relationship MARKETING INTERACTIONS | WEDNESDAY, AUGUST 4, 2010
- How to Use Existing Content in B2B Demand Generation Programs MARKETING INTERACTIONS | TUESDAY, AUGUST 25, 2009
- B2B Buyers' Use of Social Media - BUYERsphere Report MARKETING INTERACTIONS | FRIDAY, APRIL 9, 2010
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